Fernando's career started on the F&A area but soon he moved to consulting in the IT industry-Business applications area, acting as consultant first and later in sales and marketing positions. Presales consultant and solution marketing expert on the F&A area-business applications. As a marketing director, he was responsible for business development in the EMEA area, conducting business generation projects at European level. In 2003, he was promoted to the global marketing organization of SAP focused on event projects direction. Currently, Fernando manages event marketing 360 degree campaigns at global level and implements event governance and common brand experience worldwide. He is responsible for event strategy and execution globally for the Tradeshows portfolio of SAP SE. Fernando is member of the Board of Directors of EMA – Event Manager Association of Spain as well as other professional associations such as MPI.